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Friction! It's what's killing your online donations
- 1. FRICTION! It’s What’s Killing Your Online Donations
- 2. Friction: Defined / frikSH n/ Noun.ˈ ə The resistance that one surface or object encounters when moving over another.
- 3. Examples of Friction Sander on a Piece of Wood = High Degree of Friction
- 4. Examples of Friction Puck on Ice Rink = Low Degree of Friction
- 5. Friction in the online giving process is best understood when it is experienced.
- 6. Friction Example #1: Stanford University
- 20. Friction Example #2: World Vision
- 21. Click Count: 1
- 23. Click Count: 2
- 24. Click Count: 3
- 25. Click Count: 4
- 26. Click Count: 5
- 27. Click Count: 6
- 28. Click Count: 7
- 29. Click Count: 8
- 30. Click Count: 9
- 31. Click Count: 10
- 32. Donors Don’t Like Friction
- 33. Friction in the Online Giving Process: Defined / frikSH n/ Noun.ˈ ə Anything that causes psychological resistance to a given element in the online donation process.
- 34. Identifying types of friction in the online giving process.
- 35. Types of Friction Fsc = lT + dT © Copyright © MECLABS Examples of Length (lT) • Page-Length Friction • Steps Friction • Field Number Friction • Field Layout Friction Examples of Difficulty (dT) • Decision Friction • Confusion Friction • Error Friction • Waiting Friction
- 36. Field Number Friction A donation form with an exorbitant number of fields adds unwanted friction to the giving process.
- 37. Field Number Friction A donation form with an exorbitant number of fields adds unwanted friction to the giving process.
- 38. Steps Friction A donation form with too many steps adds extra friction to the giving process.
- 39. Decision Friction Unnecessary friction in the giving process is introduced when donors are forced to make unanticipated decisions about their donation.
- 40. Confusion Friction Using organization-centric language or “inside baseball,” or multiple conflicting calls to action elicits confusion that creates friction in the online giving process.
- 41. Error Friction Using cryptic error messages or requiring users to re-enter information adds significant friction to the online giving process.
- 42. Error Friction Using cryptic error messages or requiring users to re-enter information adds significant friction to the online giving process.
- 43. Device Friction Having to “pinch and zoom” in order to make a donation on a mobile device adds friction to the mobile donation process.
- 44. Focus Friction Friction enters the online giving process when it is unclear where to click to make a donation.
- 45. Registration Friction Requiring account registration slows down the donation process by adding unnecessary friction to the online donation process.
- 46. 5 steps to reduce friction in your online giving experience
- 47. What’s your goal?What’s your goal? Photo: Flickr/Roger Smith
- 48. Step 1: Identify your goal Without a goal, you can’t tell what’s helping or hurting conversion Ask yourself: What is the single most important thing your donation form should achieve? It’s “make money” right?
- 49. Specifically: Your number one goal
- 50. You can’t fix what you can’t measure Photo: Flickr/Lucy.Bold
- 51. Step 2: Make sure you measure your results You need 1) donation and e-mail tools that allow tracking and 2) a tracking service like Google Analytics
- 52. Enable e-commerce tracking in Analytics Make sure you’re tracking revenue, not just visitors 1.Click “admin” in the top bar 2.Click “profile settings” 3.Select “yes, an e-commerce site” 4.Follow setup instructions to add the appropriate tracking codes to your site. (May require programmers.)
- 53. Use Google’s tracking codes Add tracking codes to every e-mail, banner, and social media link Drill down into results and effectiveness by: •Campaign •Medium •Creative variant Your final code will look like this: http://www.url.org/?utm_source=Conference&utm_medium=Email&utm_content=Slide&utm_campaign=AFP Google “URL Builder” is an easy tool to help you create these
- 54. This is how your reports should look
- 55. And now for something completely differentAnd now for something completely different
- 56. Step 3: Implement a radical redesign that reduces friction Go big or go home For your test to get a meaningful lift, your redesign should be meaningfully different. Fiddling around the edges only gets you so far. Small changes can have a big impact, but incremental changes will likely be small.
- 57. How to cut length friction Reduce the number of questions and steps. Cut liberally! •Ask yourself: is this something required for this transaction? •Think back to your goal. Does this step or question help achieve that goal? In general, every click to a new page reduces conversion by 50%!
- 58. How to cut difficulty friction Find anything that makes your donor stop and think. Cut it. •Remove needless gift designations •Make sure errors are handled nicely •Is it clear how the donor goes to the next step? Really? •Allow your donors to give without registration.
- 59. How to cut difficulty friction More ways to reduce difficulty •Does your page take more than 3 seconds to load? At 4 seconds, 25% of page visitors will abandon you •Do your supporters have to pinch and zoom to donate on their mobile device? They shouldn’t have to. Source: http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales
- 60. Find out the truth about what really works Photo: Flickr/Winnifredxoxo
- 61. Step 4: Run an A/B split test Randomly display both versions of your page to visitors to see which performs best against your goal.
- 62. Setting up the test in Google Analytics 2. Set up the test by pasting each version into a new experiment 3. Deploy the additional tracking code to the default landing page 4. Confirm the test is deployed correctly How to set up your test in Google Analytics 1.Configure your goal
- 64. Step 5: Validate your results You want your experiment to be repeatable Aim for 95% level of confidence Use the MECLABS validation tool If the test fails to get a lift… Use data to find out why
- 65. The ultimate reason we learn So we can fail And then learn from that failure
- 66. Reducing friction has a disproportionate impact on ROI.
- 67. Version BVersion A 74% Increase in Donor Conversion 274% Increase in Revenue
- 68. Version BVersion A 137.8% Increase in Donor Conversion
- 69. Version BVersion A 67% Increase in Donor Conversion
- 70. Where are you leaking donations?
- 71. Self Assessment If you score more than 3, then you may have too much friction in your online giving process.
Notes de l'éditeur
- When I arrive at this site for the first time, there is really a lot going on. How to Give, What to Support, Why Giving Matters– all good content, but I arrived at this page because I clicked on a link on another page to GIVE. My motivation is ALREADY to GIVE– all of this other content actually can prove to be quite distracting and MAY even make me change my mind. The option to MAKE a GIFT is very small and is outside of the primary Eye-path.
- Already we reach decision point that produces significant friction. I arrived here with the INTENTION of giving a gift to Stanford. But now I have all of these other decisions to make. I have to pick a school or group, I have to select what type of gift I will give, and the source of payment. All of these factors may be important, but they occur so early in the process that it begins to reduce my motivation– I had no idea there was so much to consider!
- Without a description of why it matters where my gift is designated, this just adds unnecessary friction to the giving process.
- This description actually just adds anxiety– If I select a designation here, I may be asked more questions as I get further into the process– Oh, man– and I really need to get back to work– I may not have time to do this right now…
- Although the descriptions are helpful, the fact that my selected gift designation does not accept my gift type is EXTREMELY frustrating. No, I don ’t want to call an talk to the “gift processing staff”– that’s why I went online– I THOUGHT it would be easier!! Any by the way, why does Stanford have an entire STAFF dedicated just to gift processing– maybe if they made it easier and more efficient they could save the expense.
- What ’s a security transfer? Why don’t you take Discover? This is all stressing me out– Sheesh– I’m only at STEP 1 of 5!!!! Maybe I’ll just wait and do this some other time…
- Oh my! I can ’t even read all of the options…
- What does that mean– joint gift with spouse/partner? What ’s the difference between In Honor of or In Memory of? I wasn’t thinking about those things when I came here to make my gift, but now that you introduce those questions, I may want to think about them. I may want to talk to my spouse/partner. I may want to consider who I can make my gift in honor of. I may even want to contemplate whether or not I want this gift to be anonymous.
- What???
- This may be asking this information because a few steps ago I selected that I wanted this donation to be a joint gift with my spouse/partner. BUT– this adds a lot of friction to the process– why do you need to know my wife ’s name? Are you going to start soliciting her too? She may not like that.
- So…where do I give? --where your donations go? (great, but I want to donate) --Search for a student or group (don ’t really know what that means…just trying to donate) --For Participants– to search for your page, click here (I don ’t want to click there, I just want to donate) --search for a group page (what are you talking about???) --Sign up? (NO– I ’m just trying to freakin donate!!) --Or, get more info! (ARRGGGHHH!!!) --Other ways to give—Discover more ways to help (I guess this is it)
- So…where do I give? --where your donations go? (great, but I want to donate) --Search for a student or group (don ’t really know what that means…just trying to donate) --For Participants– to search for your page, click here (I don ’t want to click there, I just want to donate) --search for a group page (what are you talking about???) --Sign up? (NO– I ’m just trying to freakin donate!!) --Or, get more info! (ARRGGGHHH!!!) --Other ways to give—Discover more ways to help (I guess this is it)